Effects of the Consumer Review Process on Attitude Formation and Communication

Stephen He, Georgia Tech, USA
Samuel Bond, Georgia Tech, USA
Taking the perspective of review writers as well as readers, this research examines how different elicitation formats influence the process of reviewing and its enduring consequences. We demonstrate that the order in which product review and rating occur systematically influences writers’ attitudes, review content, and readers’ interpretations of the review.
[ to cite ]:
Stephen He and Samuel Bond (2011) ,"Effects of the Consumer Review Process on Attitude Formation and Communication", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.